Pew Research Center: How Parents Manage Screen Time for Kids

The digital landscape is constantly evolving, and for parents, managing their children’s screen time has become a defining challenge of our era. From educational apps to endless entertainment, the sheer volume of digital content demands difficult choices. We recently partnered with Pew Research Center to conduct critical new research, shedding light on this aspect of technology in the lives of children. 

Our Approach 

Pew engaged PSB to complement their comprehensive study with focus groups that surfaced rich personal stories, bringing the data to life. The recent findings, published by Pew on October 8, 2025, provide a robust and timely pulse point on how parents are managing screen time for their children ages 12 and under. This report offers a dissection of current trends, while identifying emerging concerns, helping key stakeholders understand the real-world strategies parents are employing.  

Key Insights 

1. Television dominates screen time; AI trails. Ninety percent of parents surveyed reported that their children of 12 years or younger watches TV. Majorities of parents say their kids use tablets (68%) and smartphones (61%). While AI is in the mix, only 8 percent of parents report that their children interact with chatbots.
2. Smartphone ownership sharply connected to age. Roughly 1 in 4 parents said their child has their own smartphone, but it was much more common for older children. While only 29% of parents of 8-10 year olds reported that their child owns a smartphone (and fewer still for parents of younger children), 57% of parents of 11-12 year olds said their children do.
3. Popularity of Youtube and social media. Despite the criticism it has received, 85% of parents say their children watch Youtube videos—and the share is rising among parents of toddlers. Five years ago, 45% of parents of children under the age of 2 reported that those children watch Youtube. In the latest survey, that number jumped to 62%. Reported social media use was rare, but 15% overall say they use TikTok. That includes 37% of parents of 11-12 year olds. At the same time, 80% of parents say social media does more harm than good for their children.
4. Dueling perceptions of smartphone safety. Among parents who allow their children to use a smartphone, the overwhelming majority do so to be able to easily contact their child (92%). A parent in one of the focus groups underlined this point, explaining that her kindergartener has his own for “for safety reasons only.” But for many parents, the safety issue cuts the opposite way. Among the 39% who don’t let their children use a smartphone, 84% said it’s because of their worries about safety online.
5. The screen time struggle. Although a majority of parents say managing their child’s screentime is a daily priority, concerns around the children getting enough sleep, practicing good manners, and being active all rank higher. Parents are often faced with competing pressures, and only 4 in 10 believe they’re doing a good job in this area. As one focus group parent put it: “I also have three other children in the house, and I work full time. … To just keep some of my sanity, the first thing I do is turn the TV on.” 
6. Policy implications. Majorities of parents say that 1) tech companies should do more to protect what children see online (67%) and 2) that lawmakers should do more (55%). In a show of unity, parents’ support for additional action from companies and policymakers was nearly identical across party lines and political leanings. 

Your Partner for Understanding Complex Audiences  

Looking for a partner to illuminate insights from an array of opinions, across complex audiences? Get in touch—we’re here to help.  

Check out the full report here.